Interest in watches and watch collecting has exploded over the past five years, with more researching, discussing, buying, wearing, and loving timepieces than ever before. Whether you’re new to the party or a horology veteran, Watches & Wonders in Geneva is the yearly event you need to know about.
Watches & Wonders is the biggest and most important show in the world for watches. Think of it as the equivalent of Art Basel, the Frankfurt Motor Show, or New York Fashion Week, each the largest or oldest event in its respective industry. Watches & Wonders 2026 will be building on the success of recent years to be bigger and better than ever.
What is Watches & Wonders in Geneva?
For more than a century, Baselworld was the most important trade and media show in the watch business, until 2019, when a culmination of factors led to its final edition. Nature abhors a vacuum, and the industry needed an event to take the place of the once-great Baselworld, meaning the previously (comparatively) modest SIHH trade show grew into the Watches & Wonders we know and love today, hosting the new releases of 65 different brands from the rarified Patek Philippe and Rolex to the more approachable TAG Heuer and Baume & Mercier.
In 2022, the first year that Watches & Wonders was able to reach its full strength following pandemic restrictions, Boss Hunting was on the ground in Geneva in full force. James Want and I dashed from appointment to appointment (with a moment or two to enjoy a glass of bubbles) to see all of the new watches from the best watch brands in the world (bar a few).
We saw timepieces from the likes of Rolex, Grand Seiko, TAG Heuer, IWC and many more (including a visit to the new Audemars Piguet Hotel and the Jaeger-LeCoultre factory). Watches & Wonders 2023 was another big year of releases, and Watches & Wonders 2024 debuted many incredible releases we’d love to add to our collections.
RELATED: The Best Watches We Saw At Watches & Wonders 2023
What are the brands at Watches & Wonders 2026?
In 2026, Boss Hunting will be on the ground again, covering all the releases and announcements each day, with deep dives into the collections of the best brands as well as detailed looks at the stand-out pieces launched at the event. In total, there will be a record 65 watch brands participating in Watches & Wonders, with the big brands you might have come across before, including:
- A. Lange & Söhne
- Audemars Piguet
- Bell & Ross
- Bremont
- Bulgari
- Cartier
- Chanel
- Chopard
- Frederique Constant
- Grand Seiko
- Hermès
- Hublot
- IWC Schaffhausen
- Jaeger-LeCoultre
- Oris
- Panerai
- Patek Philippe
- Piaget
- Raymond Weil
- Roger Dubuis
- Rolex
- TAG Heuer
- Tudor
- Ulysse Nardin
- Vacheron Constantin
- Van Cleef & Arpels
- Zenith
Watches & Wonders 2026 will also include many brands that you mightn’t have come across before, all of which offer something new and exciting at this year’s show. Also participating will be:
- Alpina Watches
- Angelus
- Arnold & Son
- Beauregard
- Charles Zuber
- Charriol
- Christiaan van der Klaauw
- Chronoswiss
- Credor
- Cyrus Genève
- Czapek & Cie
- Eberhard
- Ferdinand Berthoud
- Genus
- Gerald Charles
- Grönefeld
- H. Moser & Cie.
- Hautlence
- Hysek
- HYT
- Kross Studio
- Laurent Ferrier
- Louis Moinet
- MeisterSinger
- NOMOS Glashutte
- Norquain
- Parmigiani Fleurier
- Pequignet
- Ressence
- Rudis Sylva
- Speake-Marin
- Trilobe
- U-Boat
Where is Watches & Wonders 2026?
As you might have guessed, Watches & Wonders is hosted in Geneva, Switzerland; a fitting location as it’s one of the homes of international watchmaking. More specifically, it’s held at the Palexpo convention centre in Le Grand-Saconnex, near the Geneva International Airport.
When is Watches & Wonders 2026?
Watches & Wonders 2026 kicks off on April 14th for media and retailers, before opening its doors to the public for three days from the 18th to the 20th. In total, 22,000 visitors attended the event in 2022, 43,000 in 2023, 49,000 in 2024, and 55,000 in 2025. The organisers are expecting even more attendees at the 2026 event.
Watches & Wonders 2026 Tickets
Watches & Wonders 2026 tickets will be available from the link below, so if you’re keen to see what it’s all about, make sure you book online, as ticket sales are not available onsite. Prices for the weekend on the 18th and 19th are CHF70, while Monday the 20th is slightly more affordable at CHF50 (there’s also a three-day pass for CHF160 or a “premium package” for CHF550). If you’re already educating the next generation of watch collectors, you’re in luck, with children under 12 getting in for free.
You can follow our rolling coverage of Watches & Wonders 2026 here and via Instagram.
